Toll Group

Supporting the smooth flow of global drinks logistics.

Vice President Vertical Sales, Liquid - UK

The Worshipful Company of Distillers

Committee Chair, Steward

ewan lacey.com

Working with people and teams to make life and business better.

Some clients also hired me for senior positions.

Clients include:
Goldman Sachs
HSBC Private Bank
Marble Bar
Jascots Wine Merchants
IWSC Group
Hellmann Worldwide Logistics
ProWein
Mirror Group
BBC London
Kavalan
Channel 4
Daily Telegraph
NRS Healthcare
YO!Sushi
Penfold’s
Armand de Brignac
LIDL Foodstores
PWC
Commodity Business Awards
GLG
Jamie Oliver Fabulous Feasts

Commitment 

Many individual founders, business owners and successful executives all the way up to the C-suite.

Founder

Hellmann Worldwide Logistics

As a Global Director – Beverage Logistics, I was responsible for:
Leding teams involved in both origin/destination of trade, while facilitating bilateral transactions and addressing client concerns related to prevailing logistical challenges in market, such as Brexit changes, pricing instability, and space availability; promoting to position of Global Director after providing interim support to business for a period of three years; overseeing strategic planning and managing relationships with key clients, such as Concha y Toro, The Co-Op, The Wine Society, Adnams, and Hallgarten; entrusting with task of driving strategic sales in global beverage logistics sector, while engaging with diverse portfolio of large international customers and renowned brands in the market/fostering collaborative relationships with key stakeholders.
My key highlights in this role include:
• Enhanced skillsets and increased capabilities by restructuring and reorganising of UK beverage team.
• Improved overall responsiveness to client requirements by introducing key performance indicators (KPIs).
• Achieved 20% improvement in productivity by consolidating team under one roof/fostering solid work environment.
• Reduced 30% cost of overhead expenses by merging two separate offices into single environment for UK business.

Global Director - Beverage Logistics

I served as Interim Operations Director – Beverage Logistics and was accountable for:
Providing direct leadership and oversight to beverage logistics teams across multiple countries, including UK, France, Spain, Italy, China, Hong Kong, Singapore, Indonesia, Chile, and Argentina; cultivating strong relationships between global offices and clients to assure delivery of exceptional customer experiences.
My key successes during this role were:
• Drove impressive 25% increase in business unit turnover by achieving significant £50m growth from 2017 to 2021.
• Played pivotal role in development and coordination of highly profitable wine and spirit competition logistics business.
• Elevated EBITDA performance of UK business by transforming break-even state to achieving remarkable 17% revenue.
• Streamlined operations by merging two offices into a single location, delivering substantial cost savings of 30% on overhead expenses.
• Ensured continued competitiveness by redesigning product offerings for key routes, such as Italy-UK and Latin America-UK in response to price fluctuations.
• Exceeded £50M sales revenues/turnover by completing profit/loss (P&L) business leadership, assuming responsibility for strategic sales, business development, and day-to-day supervision of ten global offices.
• Realised £220k profit by demonstrating exceptional performance and achieving 25% increase in revenue across global competitions including Decanter, International Wine Challenge, and International Wine/Spirit Competition.

Interim Operations Director - Beverage Logistics

IWSC Group Ltd

I performed as Managing Director, and my responsibilities include:
Managing day-to-day business operations, including coordinating the customer journey, maintaining quality performance, overseeing technical and assessment procedures, and collaborating with diverse team of industry experts; overseeing team of six direct reports and administered total headcount of 22 FTEs.
My signature achievements were the following:
• Achieved a significant revenue increase of 35% from 2013 to 2017.
• Enhanced EBITDA performance from 17% to 27% by demonstrating substantial improvement in financial results.
• Developed and executed business strategies for the group companies by aligning with ambitious growth objectives.

Managing Director

During my tenure as Interim General Manager, I have finalized multiple tasks related to:
Holding full accountability for diverse portfolio of group companies, including International Wine and Spirit Competition; Strategically formulating and implemented business plans for the group companies, while effectively managing high turnover; leading and directing portfolio of over 16 consumer/trade events at prominent venues such as The Oval, The Carlton Club, Truman Brewery, and The Guildhall.
The following were my key contributions:
• Orchestrated end-to-end project lifecycle management and delivery by encompassing project planning, scope definition, budgeting, and risk management.
• Demonstrated comprehensive business leadership by assuming responsibility for all aspects of P&L, driving strategic direction, vision, and continued growth of organisation.
• Ensued exceptional client experiences and provide internal employees with ample opportunities for professional development by fostering engagement throughout organisation.

Interim General Manager

ewanlacey.com

Director, Business Consultant, Ewanlacey.com
Operations Manager, Wine of the Times
General Manager, Café Med, Notting Hill
Operations Manager, YO! Sushi
Property Manager, Lidl Foodstores Gmbh
Steward of The Worshipful Company of Distillers & Chair of Marketing Committee
Part of the ‘Distillers One of One Team, Distillers
Drinks Expert, James Martin Saturday Morning & Channel 4 Television
Drinks Industry Commentator, Channel 5 Sky News
Drinks Writer, Sunday Mirror; Daily Telegraph, Women & Home
Regular Guest & Contributor, BBC Radio

Additional Experience

With 20+ years of experience in the drinks industry I am still excited by chasing inefficiency out and bringing sustainability and good sense in.

Ewan Lacey

GS Verde Group

Head of Brand & Communications

Alchemy Branding Studio

Welcome to Alchemy, where art meets science in brand crafting. Taking a bold step with us into SEO-driven social media management, perfect for detail-oriented leaders who need more time to focus on what they do best. More than just logos, we create brands that resonate and endure. With our new, smart SEO content strategies, we ensure your brand not only stands out but also engages effectively online. Think of us as your comprehensive backstage crew, expertly handling your digital presence so that when the spotlight hits, your brand shines its brightest.

Co-Founder & Consultant

Airbox Systems

Airbox produces the most comprehensive suite of situational awareness tools available anywhere on both desktop PCs and mobile platforms. Designed for planning, execution and after action review, Airbox software is trusted by law enforcement, military, special forces, search & rescue, fire and medical emergency services. With over 400 maps available to use and the option to create your own, the base level map can sit off-line allowing operations to continue whilst no internet access is available.

Brand Communications Manager

Tiny Wizard Studio

SHOWCASE YOUR BRAND’S PERSONALITY AND MAGNETISE YOUR AUDIENCE LIKE MAGIC WITH SPELLBINDING VISUAL COMMUNICATIONS

Creative marketing campaigns | Animation | Brand design

You have a skin-tingling vision to shape, an important message to spread, a unique story to share — and they all deserve an adoring audience. 

But attention is getting more and more difficult to win, which is why you don’t just need to produce strategic visuals, you need to produce spellbinding ones. 

That’s where we tiny wizards come in. (And yes, you may ask to see our wands.)

Tiny Wizard Studio is a creative agency where anything is possible. You dream it? We do it. Boldly. Beautifully. 

We’re here to be the partner to your visionary, purpose-driven company and help grow its reach and revenue faster by conjuring up personality-drenched visual communications.

Co-Founder & Chief Wizard

I am a seasoned Brand and Communications expert with over a decade of experience driving growth and market readiness for businesses navigating pivotal moments such as investments, mergers, acquisitions, and succession planning. My passion lies in developing strategies that enhance brand value, attract investment, and position companies for success in competitive markets.

In my current role as Head of Brand & Communications at GS Verde Group, I work closely with businesses in the Buy-Sell-Raise space to elevate their market presence and ensure they are ready for acquisition or sale. My approach combines a consultancy mindset with the expertise of a fractional marketing director, providing tailored branding and marketing strategies that maximise value for business owners, CEOs, and entrepreneurs.

Prior to this, I founded Tiny Wizard Studio, where for over 11 years I led a creative team in crafting bold and beautiful brand designs and marketing campaigns for purpose-driven companies. Running my own business gave me a deep understanding of the challenges business owners face, and this experience has been invaluable in my current role. I know first-hand how to shape a brand that resonates with its audience, stays true to its vision, and thrives in a competitive landscape.

In addition to Tiny Wizard Studio, I co-founded Alchemy Branding Studio, where we specialise in SEO-driven social media management and brand development. Our focus is on helping businesses stand out and engage their audiences effectively in the digital age.

Specialising in:

Brand and PR strategies for M&A and investment readiness.
Leveraging AI to empower marketing teams and drive innovation.
Strategic brand positioning for tech and scientific sectors.
Comprehensive communication strategies for business growth.

I’m passionate about helping businesses uncover their unique value propositions and communicate them effectively to their target audiences. I advocate for the adoption of AI within marketing teams and have been actively exploring AI tools to enhance the strategies I craft. My goal is to empower marketing teams, drive innovation, and deliver data-driven advice that resonates with businesses looking to scale, sell, or raise investment.

Whether leading a creative team, running my own business, or acting as a fractional marketing director, my approach is always rooted in collaboration, precision, and a deep understanding of the modern marketing landscape.

Jess Morgan

I’m on my way into a networking event this morning but also mentally reviewing every positioning statement I’ve written this month.

Funny thing about working on brand consistency: suddenly you become hyper-aware of whether you’re “on message”. 

Today’s internal monologue:
Does my intro line match our value proposition?
Is my face giving “clarity and cohesion”… or “I answered emails at 11pm again”?
Does this jacket align with the brand palette? (It doesn’t. I’ve made peace with it.)

But the point is, a brand isn’t just what we publish, it’s how we show up.
In conversations. In quick intros. Even in those first few seconds of a handshake.

So if you see me this morning, I’ll be the one aiming for consistency…and hoping my positioning statement sounds smoother out loud than it did in the car mirror. 😅

Commercial Director at Ligtas | Co-founder at Alchemy | Driving brand, marketing & sales alignment for people-first growth | Believer in bold storytelling, behavioural-led leadership & culture that connects ✨

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Apparently Dave Morgan’s idea of a Friday night date night these days is to sign us up for fitness competitions. 🤦🏻‍♀️🥴

 I hereby produce evidence that I was indeed at @gymsyncuk event by @welchfitness_wf on Friday evening and did take part, despite there being absolutely no photos of be doing one single burpee. Which I’m kinda glad about to be honest. 

The last photo however, hopefully proof that I very much did ALL the the burpees!! 😂😂 And I died on the floor immediately afterwards. 

All jokes aside (as well as the whining), I had such a great evening and I am very much enjoying spending time with everyone in the @welchfitness_wf community! So much progress this year and couldn’t do it without the encouragement and support. 💪❤️

But Dave…dinner and a movie is still a nice way to spend an evening. Just sayin’. 

#fridaymotivation #datenight

Being compliant doesn’t always mean being safe.

One of the first things that struck me when I came into Ligtas was how many organisations genuinely believe that because something is written down, it must be happening. And that assumption is where risk hides.

The line that lives rent-free in my head from our brochure is:
 “Compliance proves you have systems; safety proves those systems work.”

That’s exactly the gap we close.Not with more paperwork. Not with bigger checklists. But with clarity, confidence, and conversations that actually land with people.

Our whole approach — Consult · Train · Maintain — exists to help businesses stop guessing and start genuinely knowing whether their systems hold up in real life.

Because the goal isn’t just to pass an audit.
It’s to protect people and help leaders sleep better at night.

That’s the heart of who we are.

Have you ever opened your website and immediately felt your shoulders tense?

I hear this all the time.
The colours don’t match your socials.
The tone feels like it was written before the pandemic.
And the whole thing looks like your brand has been on a “journey of self-discovery”… without you.

Here’s the uncomfortable truth:
Most SMEs don’t have a business problem.
They have a brand presentation problem.

And they know it.
That wave of embarrassment? It’s not dramatic. It’s your instinct telling you something’s off.

I’ve seen brilliant businesses undersell themselves because their brand doesn’t reflect the standard of the work they deliver. Not because they’re sloppy because they’re overwhelmed, busy, stretched, and constantly pushing branding to “next month”.

The fix doesn’t start with a rebrand.
It starts with clarity.

If this hit a nerve, our free brand audit will show exactly what’s slipping and what to fix first.
No jargon. Just an outside view you can use straight away.

You deserve a brand you’re proud to open.
One that doesn’t make your shoulders rise before the homepage even loads.

#BrandStrategy #SMEBranding #MarketingClarity

The countdown’s on. Today we’ll be talking about what the Fire Safety (Residential Evacuation Plans) (England) Regulations 2025 really mean and what organisations should be doing right now to prepare.

Whether you manage buildings, oversee compliance, or simply want to understand how the new legislation affects your responsibilities, this session will give you clear, grounded guidance.

Our focus is practical: what’s changing, what remains uncertain, and how to get ready without wasting effort.

It's not too late to join us! 
👉 Register here: https://lnkd.in/eD9DVDEF 

📅 Tuesday 2nd December 2025
🕛 12:00 to 12:45
🎓 Free CPD-certified webinar

You ever watch a competitor, offering worse service, absolutely clean up online?

It’s frustrating because you know your delivery is stronger.
Your customer care is better.
Your product is better.

But their brand looks sharper.
Cleaner.
More confident.

And like it or not, people trust the thing that looks trustworthy first.
They assume the polished brand is the better choice before they’ve even compared quality.

This isn’t about jealousy.
It’s about recognition.

If customers see another brand more often and it all looks consistent they remember them.
And they forget you.

That gap is painful.
But it’s fixable.

If this hit you somewhere uncomfortable, our free brand audit will show exactly why competitors look further ahead than they actually are and what you can do about it.

Small changes.
Clearer visuals.
Better consistency.
Massive impact.

#BrandStrategy #SMEGrowth #BrandRecognition

Some brands change direction more often than my kids change their snack preferences…which is impressive, and not in a good way.

Shape-shifting feels fun in the moment. It also looks chaotic from the outside. And confusion isn’t a great conversion strategy.

And usually, the constant flip flopping comes down to one thing: no clear story.

If you can’t explain who you are and what you do in one clear, captivating line ; a line your whole team could happily repeat then you don’t have an anchor. You leave an impression, not a position. And that alone won’t hold a brand steady.

A brand isn’t supposed to reflect your mood swings.
It’s supposed to anchor you.

That’s why I love running brand strategy workshops. There’s always that moment when a team finally lands the story; the positioning, the value prop, the “ohhh, THAT’S us” clarity.

Once you choose who you are, stick with it long enough for other people to believe you.

If you need help getting to that moment, you know where I am.

January has a habit of arriving with good intentions…and a long list of safety training that suddenly needs doing yesterday.

If you’ve got new starters, operational teams, or anyone who needs essential safety awareness to begin 2026 confidently, we’re running a virtual IOSH Working Safely course on 12th January.

It’s a one-day IOSH-accredited session designed to give people the practical knowledge they actually use day-to-day, not just theory.

To make this easier for teams planning early-year training, we’ve added a simple offer for this date:

➡ Book three delegates, get a fourth place free
➡ Code: IOSHJAN26PLUS1**

Course link: https://lnkd.in/eNYkzTFY

If you want me to hold places while you check internally or arrange a PO, just drop me a message. Happy to help.

Let’s start 2026 with teams who feel confident, capable, and ready to work safely.

One thing I keep seeing in fast-growing organisations, especially in manufacturing is this quiet moment of panic when leaders realise their growth has outpaced their internal health and safety capability.

Nobody admits it out loud at first. But you can feel it. People are doing their best but the systems haven’t caught up with the scale.

That’s where our Competent Person partnerships make such a difference.
We recently worked with a biotech manufacturer going through exactly this. Rapid expansion. High-risk environment. No internal H&S lead in place yet. A lot of responsibility and very little room for error.

They didn’t need a box-tick service.
They needed someone who could bridge the capability gap, build confidence, and put structure around the chaos while they grew.
So we stepped in,  not just as the named Competent Person, but as a partner.

And the outcome was exactly what competent support should create: compliance that holds, a workforce that understands the “why”, scalable systems, and an organisation that can continue growing without compromising safety.

The testimonial they sent afterwards said it best:
“Our assigned competent person has helped us achieve great health and safety compliance across site… Ligtas offer tailored training courses that have been invaluable to us…We have always received positive feedback from our employees.”

That’s the bit I love. Competent Person isn’t about outsourcing responsibility, it’s about building capability, confidence, and independence.

If you’re scaling and feeling that quiet pull of “we need more support than we have right now”, it’s not a red flag. It’s an opportunity to build properly.

Happy to share what this looks like behind the scenes if it helps anyone thinking about strengthening their own setup.

Read the full case study 👉  https://lnkd.in/exQSyxhH

This month's episode of Brand To Scale is live: From Vision to Values.

I had a brilliant conversation with Anthony Levy, CEO of Circularity First, about leading a purpose-driven business over the long term. We explored decision-making under pressure, building a team around shared values, and how to stay honest with yourself when the stakes are high.

If you’re interested in leadership that isn’t built on noise or ego, but on clarity, consistency, and values that actually guide your choices, this episode will land well.

Guest: Anthony Levy
LinkedIn: https://lnkd.in/em3PUdUn

Circularity First

#BrandToScale #Leadership #Founders #BusinessEthics #Sustainability #PurposeLedBusiness

Most salespeople think they’re good listeners. But if you recorded their calls (and you should!), you’d probably hear this pattern:
 
Question.
Interruption.
Pitch.

And somewhere in there, the client’s truth gets lost. We’re taught to present, to persuade, to handle objections…but we’re rarely taught to listen properly.

I’ve written about this; the forgotten part of sales training that turns ‘pitching’ into something far more powerful: listening.

👇 Read the full piece here

Sales training often focuses on persuasion; the perfect pitch, the confident close, the snappy objection handling. But there’s a quieter, far more pow

Open article: The Forgotten Part of Sales Training: Why Listening Beats Logic by Jess Morgan • 4 min read

The Forgotten Part of Sales Training: Why Listening Beats Logic

One thing Anthony said in this part of our conversation stayed with me.

We talk a lot about “vision” in business the big ideas, the direction, the mission.
But in the early stages, vision isn’t what moves things forward.
It’s the uncomfortable work you’re not naturally wired for.

Anthony shares how he had to learn sales from scratch. Not the polished version the repetitive, unglamorous kind of learning that comes from doing something badly until it starts becoming useful.

Most early progress looks like that.
Not inspiration. Not confidence. Just persistence.

It’s a good reminder that the first stage of any business isn’t about refining your strengths. It’s about being willing to stretch beyond them.

#BrandToScale #Leadership #Founders #BusinessGrowth #StartupLife #Entrepreneurship

Culture isn’t what’s written on posters. It’s what leaders repeat on ordinary days.

30 respondents (23%) in The Strength Report said coaching helped them improve how they manage people and model behaviour.

That’s where culture really shifts in everyday moments that build trust.

Read more: https://lnkd.in/ecpCAi4P

#leadership #culture #coaching #behaviouralchange #management #strengthreport #bebusinessfit

You ever scroll your own Instagram and feel like you’re flicking through a scrapbook of questionable decisions?

Bright post. Beige post. A caption that sounds like you. Another that sounds like a corporate intern.

It’s funny… until it isn’t.

Because when your brand feels chaotic, everything becomes harder:
Sales.
Trust.
Momentum.

And most of the time, the issue isn’t skill it’s survival mode.
Posting quickly.
Posting reactively.
Posting without a clear direction because you’re juggling twelve other things.

But inconsistency is expensive.
Customers don’t know what to expect.
And the moment people can’t predict you, they stop engaging.

The fix isn’t more content.
It’s a clearer brand foundation.

If this feels uncomfortably familiar, the free brand audit will show you why everything feels a bit “off” and what’s actually worth fixing.

You don’t need a perfect feed.
You just need a consistent one.

#BrandStrategy #SMEBranding #ContentConsistency

Many SMEs experience the same moment:
They’re about to hit “post” and suddenly feel unsure.

The colours don’t look right.
The tone doesn’t match the website.
The layout feels rushed.
And the content no longer feels aligned with the brand.

This hesitation is a sign of brand inconsistency not incompetence.

When your visual identity and messaging drift, posting becomes stressful.
You’re less confident.
You second-guess every decision.
And engagement drops long before the sale does.

Our free brand audit is designed to pinpoint why your content isn’t landing and what’s breaking the connection between your brand and your audience.

Clear insights.
Practical fixes.
Immediate clarity.

If posting feels harder than it should, we can help.

#BrandConsistency #SMEBranding #AlchemyBranding

I’ve lost count of how many times I’ve seen a beautifully designed brand unravel the moment someone sends an email that sounds like it was lifted straight from a 1998 corporate handbook.

Tone matters. Language matters. And the way your team writes absolutely shapes how your brand feels.

One overly formal message and the warmth disappears.
One weirdly salesy DM and trust takes a hit.
One social post that sounds like you googled “motivational quotes”… and suddenly you seem like every other business on earth. 

A brand is fragile in that way, it only takes one person going rogue with language to make everything feel a bit off. This is why tone of voice work is vital glue for any business.

It’s how you stop your business sounding like twelve different personalities fighting for attention. It’s how you make sure the story feels consistent, even when several people are telling it.

If your brand sounds polished one minute and painfully corporate the next, your audience will feel it…and they’ll drift. If you want your team writing with the same confidence and clarity you want your brand to be known for, we can fix that.

Just say the word. 👉 https://lnkd.in/e2mC3jhG

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